BJ’s Restaurant & Brewhouse
Creating culturally relevant social campaigns that people can’t help but obsess over, share, and love.
10B+ impressions
+12.3% in-restaurant traffic
+10% above sales projection
Our cast & crew
- Associate creative director
Jen: A creative and social content ace for major food brands whose work has been featured in every single industry publication! - Art director
Kelly: Our resident trendsetter famous for crafting campaigns with a cultural bite. - Project manager
Ksenia: An ex-agency leader tackling the heavy-hitters for over two decades. - Copywriter
Michelle: Shorty Award winner who’s got a knack for shaping iconic snack brands. - Editor
Jonathan: An industry legend with a number of global brands and TV networks under his belt.
The ask
BJ's Restaurant & Brewhouse knows staying culturally relevant isn't easy, especially in the competitive restaurant industry. Their social team is on top of it, crafting campaigns that connect with people and drive real results: loyalty, traffic, and sales. But without an in-house creative team, they need backup. That's where we come in.
Our flexible agency service helped them create content that's shareable, PR-worthy, and gets people excited about what's on the menu. When cultural trends move at lightning speed, having specialized social marketers on demand is how you stay ahead of the game.
The challenge
It’s not just about getting more followers. Our strategy needed to:
- Energize social channels with content that taps into the culture and visuals you want to sink your teeth into.
- Engage fans of the brand across multiple platforms.
- Snag that coveted buzz—the engagement needed during brand launches and cultural, zeitgeist-y moments—while incorporating PR and influencer partnerships.
- And do it all without the big bucks.
The plan
We cast the most culture-obsessed social and creative experts, then organized them into teams that go from concept to launch fast. No added stress for BJ's, no endless back-and-forth—just scroll-stopping campaigns that actually moved the needle.
The playbook
From brief to breakthrough, here's how it all goes down.
Week 1
- Campaign brief received
- Casting complete and team assembled
- Team kickoff
Weeks 2 & 3
- Concept development
- Client presentation
- Campaign design
Week 4
- Content production (photos & videos)
Weeks 5 & 6
- Post-production
- Client review and feedback
Weeks 7 & 8
- Assets finalized and delivered to BJ's social team, ready for activation
And what did we accomplish?
As the on-demand, project-based social agency for BJ’s Restaurant and Brewhouse, We Are Rosie crafted native campaigns to create buzz and build the kind of loyalty other social teams dream of.
We moved away from our traditional agency to find a more nimble and cost-effective approach, while still maintaining top-caliber work. Over the course of a year, the We Are Rosie team executed 9 social campaigns for us. We've been thrilled with the talent, speed, quality of work and costs.